Digital Marketing Metrics--What's Out, What's In

Remember when click-throughs were the go-to metric for measuring the effect of Internet banner ads? Those days are gone. Here's a quick look at what's in and what's out in the world of digital marketing metrics these days:

• OUT: Measuring how many people open your marketing e-mails.
• IN: Measuring how many people click through to buy via a link in your e-mails. If sales measures aren't available, count how many people click a link within the e-mail to get more info or ask to have sales follow-up.

• OUT: Counting how many Facebook "likes" your brand collects.
• IN: Counting how many users participate in your Facebook-based brand promotions by redeeming discount coupons, etc.

• OUT: Assessing changes in brand awareness as the bottom line of a campaign.
• IN: Assessing not only brand awareness but also lead generation and conversion to sales, wherever possible.

• OUT: Counting the number of eyeballs.
• IN: Counting the number of target-market customers and prospects you actually engaged.

• OUT: Looking at digital transactions.
• IN: Looking at digital relationships and customer lifetime value.

Metrics have to help you dig deeper to understand what effect your digital marketing activities are having on your audience and whether you're making progress toward your objectives. Attitudinal measures are important, but behavioral measures are even more valuable, especially customer behavior over time.